The PGA Tour Desert Classic presented by Workday begins tomorrow, and the "key words" for Lagardère Sports in its second year of running the event are "bigger, better and more," according to Larry Bohannan of the Palm Springs DESERT SUN. Lagardère officials are "hoping the music/golf/food entertainment model that spurred increased ticket sales to the event" in '18 will "continue to bloom" this year. Tournament Exec Dir Jeff Sanders said that ticket sales "have already outpaced" the '18 event. He said, "People are starting to understand that this is more than just golf." Bohannan noted a series of nightly concerts at the tournament last year and a "greater focus on food and wine increased crowds and increased charitable donations from the event." Lagardère is employing the "same model ... only on a larger scale" for '19. Tournament Dir Pat McCabe: "Last year we were at 12,000 square foot of just public hospitality venues. This year we've increased that footprint to over 20,000 square feet, so nearly double." Sammy Hagar and Bad Company will provide the concerts this year. The tournament also has "added sponsorship deals since last year, though CareerBuilder has withdrawn as the title sponsor" for '19. Workday, which has ties to Desert Classic ambassador Phil Mickelson, has "come to the tournament as a presenting sponsor." Ford, which "once sponsored PGA Tour events but withdrew from the tour years ago, will now sponsor the Wednesday Bob Hope Legacy Pro-Am" (Palm Springs DESERT SUN, 1/15).
HOPE FOR THE FUTURE? This marks the first year Workday has been the presenting sponsor for the event, and Golfweek's Geoff Shackelford said, "Maybe they'll have a good week there and it'll lead to something to save this event." The former Bob Hope Classic is "such an important tournament in the history of the PGA Tour," and it has been a "marquee centerpiece way to start off the season." Shackelford: "I hope they're able to figure it out." Shackleford acknowledged Sunday is a "tough day when you're going up against NFC and AFC Championship games." However, he said, "I don't think that should be a deterrent to a sponsor" ("Morning Drive, Golf Channel, 1/14).
